Product Detail Pages and Brand Stores: Using the Right Strategies for These Merchandising Tools

It’s very common for brands to feel a level of uncertainty when formulating a content strategy for the products they sell on Amazon, especially when trying to define and distinguish their creative approaches to Product Detail Pages (PDPs) and Brand Stores.  

Despite being closely linked to one another, PDPs and Brand Stores are driven by two distinct purposes: 

• PDPs drive engagement, education, and purchasing for a single item.  
  
  The goal of PDP content should be to showcase that specific ASIN’s unique selling points. Brand education and cross-selling the catalog should be supplemental. 

• Brand stores build brand equity by driving awareness for the brand story and broader catalog.  
  
  Brand Stores are a prime opportunity to build an emotional connection with a consumer, championing the differentiators and value propositions of your brand, and showcasing the breadth of your catalog.  

 These distinct purposes require different tactics regarding user experience, design strategy, and consumer education.  

Here’s a bit more of what that means...  

Product Detail Pages (PDPs) Strategy  

A Product Detail Page has to work hard to educate the consumer and drive them to purchase.  

With that as the focus, all aspects of the PDP should be created to provide detailed information about the product, including its features, benefits, and specifications. That happens through clear, concise, and engaging content across... 

• Titles & bullets 

• The image carousel 

• A+ content 

Titles and bullets have a dual purpose, with an opportunity to drive keyword optimization for Amazon’s search engine and an opportunity to offer a quick confirmation for the shopper that they’ve found what they are looking for.  

The image carousel has to do some heavy lifting because most consumers won’t stop to read lengthy titles and bullets, but they will click through a series of images. To help capture those consumers, your image carousel needs to balance simple product imagery, education on product benefits, features, and points of difference, as well as cross-selling within your catalog. That’s a big ask for those small boxes, and it takes a powerful combination of market insight and consumer-led design to get it done. 

A+ content gives you a bit more space to tell the story behind the product and the brand in general. If they’ve scrolled far enough to see the A+ content, then you have the chance to introduce them to your brand, describe the product benefits and features in a bit more detail, and help orient the customer with a product comparison chart.  

Each of these components of your PDP work together to drive education and purchase.  

Brand Store Strategy 

The best brand stores are designed to build total brand equity.  

Contrary to PDPs, brand stores are oriented around a brand’s entire catalog and the consumer expects to enter into the broader story of who the brand is and why they matter. Of course, the ultimate benefit to a brand store is that it’s an opportunity to combine the power of a brand’s story, customer education, and user-centric design to drive conversion. Other practical benefits are things like... 

• They give you a chance to basket-build; using a customer’s interest as an opportunity to introduce them to other products they haven’t seen yet.   

• They can create a great mobile shopping experience.  

• You can treat it as a landing page for your ads and other campaigns, helping you direct a wide range of customers to a single page with your entire catalog.  

Whether you choose between Amazon-provided templates or custom layouts, your brand store should always include these key elements: 

• Compelling imagery that tells the brand story 

• Navigation that drives traffic to your priority ASINs or categories 

• Your brand’s differentiators and value propositions 

A brand store is a perfect place to explore the full range of media-rich content. We know that sight, sound and motion help drive engagement and you can use it to showcase a product in action, capture your founder sharing why they created the brand in the first place, or highlight customer interviews showcasing their favorite products. As a whole, this is a chance to use compelling imagery and media-rich content to help consumers engage with your brand story. 

Creating helpful navigation can be tricky with a brand store, especially if you have a wide range of products. Focusing on clear navigation in the top bar, along with navigation tiles throughout, will help consumers find what they are looking for quickly, while also exploring other products they might not have seen before.  

While it might be assumed, it’s important to name the opportunity your brand store has to champion your differentiators and showcase your value propositions. Name the things that make you stand out in your market. Organize a product grid that highlights the main advantages your products provide to different subgroups of consumers. Showcase the awards you’ve won, your sustainable sourcing practices, or policies that help protect the things that customers value most when shopping your category. Take advantage of the real estate a brand store provides you to share those things about your brand without fear of a competitor stepping in with an ad to derail the user experience.  

Need help developing unique strategies for your PDPs and Brand Store?  

The key to profitability on Amazon is focusing your energy on the right strategies for the right tools. If your brand is struggling to see the results you want from your PDPs or Brand Store, you might be using the wrong strategies. Click the contact button below to start a conversation with our team about resetting your approach.